AMC whispers some exciting news

I was intrigued to open this email after reading the subject line: “AMCEntertainment.com is now online”

I wanted to see this new website – was it a redesign of their existing website? Would this make it easier for me to find movies playing at my local cinema?

What AMC wanted me to do (I think) was to check out their new website where I could rate, review, and talk about movies. But they did so with a buried whisper, in the introductory text of this email:

The large graphic at the top of the email with the new website address was not clickable – this is where I attempted to click first. If I scroll down, there is a larger clickable graphic on the right column. A much better attempt!

I found the introductory text very difficult to read. The font size is a bit too small, and I couldn’t scan to things that I might be interested in. When I did actually read the introductory text, I learned that I could do cool things like rate movies and even start my own movie blog! Now only, if I could just click and go to those pages…

Perhaps this announcement would have been more effective if it had been designed to be just that – as opposed to being lumped in with the weekly newsletter content.

Sometimes the content calls for a departure from the template. I believe that this is a missed opportunity from AMC.